How to Approach Fund Drives at News Stations During Natural Disasters

2017 has already dished up a dizzying array of news. As the fall drive season starts, our country is facing multiple natural disasters, including one of the worst in recorded history. These events are front-and-center in our listeners’ minds, as they should be.

Handling drives as natural disasters unfold requires a great deal of sensitivity. We know that some donors will reallocate money they might have donated to their local station to disaster-relief. That’s understandable.

But catastrophic events are also an opportunity to educate listeners about our vital role  providing news and information when disasters happen. Even if some listeners decide not to give to your station this fall, make a strong case for the value of your service for when they do return or finally join as a new member. Our on-air scripts for fundraising during a natural disaster can help you find the right language.

First, do not apologize for fundraising right now. Your station provides an important service that listeners depend on.

Here are other messages to focus on right now:

• Focus on the quality and importance of your news service – an essential service that’s worthy of support.

• If your region has been affected by a recent natural disaster, keep that top-of-mind. Talk about the local coverage your station provided. That will have an even stronger resonance.

These messages have been effective in the past to contextualize the importance of your station’s service during difficult times:

• Public radio gives listeners the opportunity to understand how these events are affecting the lives of people in communities both near and far.

• One of the mandates of public radio is community service. In times of disaster or crisis, public radio stations are there, dispensing critical information.

• Public radio connects us. You want to understand this like any other major story: How are these events affecting my neighbors? What’s happening to help people? What are the concerns of my community?

• We don’t sensationalize our reporting. Public radio helps people understand how extreme events affect the people’s lives, and ultimately how events could affect all of us.  

• The implications of a natural disaster are going to trickle out in many different ways. With careful thought and sensitivity, public radio’s coverage reminds us of this fact, and keeps us well-informed about what can be done to help.

Coming soon: How to approach fund drives at music stations during natural disasters.